The “Doctor Who” Effect

As a sales consultant, I always think it’s great when something I was told during my training process comes up in a real world selling experience. I often only feel as if I’ve truly absorbed the conceptual ideas behind selling when I experience them in a hands-on way. I was recently reminded, during a successful sales call, about the importance of the chemistry between client and prospective vendor and it hammered home the idea that “You’re selling yourself just as much as you’re selling the service you offer.”

Most successful businesses spend a huge amount of time and resources on perfecting things like sales pitches, marketing materials, and product or service offerings. And we expect companies to do this because we all understand that the whole point of any sales and marketing effort is to generate as many leads as possible in order to create as many opportunities as possible to earn business. And in the face of a global marketplace, where there are countless options of web or software development, the sales and marketing team at Algonquin has to work hard to differentiate company and our services from the competition. Finding prospects who are ready and willing to talk to us about our solutions is only the first step. Discovering that we’re a good match process and budget-wise gets us “almost there,” but what does the final “yes” or “no” decision often come down to? Sometimes is simply an intangible quality I’m going to start calling “The Doctor Who Effect.”

Toward the end of the successful sales call mentioned earlier, my co-worker threw out a Doctor Who reference for dramatic effect. And, wouldn’t you know it? We were sitting in a room of Doctor Who aficionados! Now, to be honest, things were going very well prior to the Doctor name drop. We had a good vibe going – some humor, some well-natured sarcasm, and a lot of head nodding. But I truly believe the Doctor Who reference sealed the deal because it helped the prospective client realized that, as people, we’re geared the same way they are. The following week, we returned to give a demo and we discovered they’d already signed our contract, before even seeing the presentation!

Like most sales people, I’ve walked out of a handful of sales calls that were so awkward and uncomfortable, I was sure I was never going to hear from the client again. And I never did. Regardless of our expertise or product offerings, if I don’t “click” with a client, I’m probably not going to get the sale. And, of course, I’ve walked out of sales calls feeling like the prospect and I were long-lost best friends, only to have them go in another direction and, in those cases, I can only assume that while “The Doctor Who Effect” may have been in effect, our solution or price point simply weren’t the right fit for the company.

The “sweet spot” is when you’ve got both the best solution AND the best chemistry going for you. I’ve seen the powerful combination in effect more than once now and I’m convinced it’s key to the majority of successful sales. Now I just have to work on finding more prospects who watch Doctor Who!

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One thought on “The “Doctor Who” Effect

  1. Dr. Who seems to be getting new life. I was watching an episode of Nikita a couple weeks ago, when I saw a scene in which one of the show’s protagonists took control of a remotely-operated high-powered rifle and started muttering in a crackling voice, “Exterminate, exterminaaate!” Hey, it’s the longest running television fantasy franchise on the planet….

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